MICRO MARKETING ENVIRONMENTMICHAEL CHIPHWANYA

THE MARKET ENVIRONMENT

The firm’s ability to build and maintain

successful relationships with

customers.

LEVELS OF THE ENVIRONMENT

MICRO• Small forces within the company

MESO• The industry the company

operates

MACRO• Large societal forces

MICRO ENVIRONMENT

The elements in an organization’s immediate area of operations that affect

its performance and decision making.

FACTORS OF THE MICRO-ENVIRONMENT

These are close to a business and

have direct impact on its business operations and

success.

Employees

Customers

Suppliers

Distribution

Channels

Competitors

The General Public

EMPLOYEES

The business employs staff who through

motivation, skills and experience will affect

customer service, customer experience and ultimately sales.

CUSTOMERS

The firm is to aim to attract and retain

customers through products that meet

their “wants and needs” and provide excellent customer

services.

SUPPLIERS

A supplier’s behaviour will directly impact

the business it supplies inherently

impacting the customer experience

quality

CHANNEL DISTRIBUTION

COMPETITORS

Competitors influence your

actions as a firm and their actions

will influence your own marketing

plan

THE GENERAL PUBLIC

The general public constitutes

stakeholders who may not generally

be paying customers but who have an influence on the

decisions carried out by a business

“The heart of marketing is behaviour

modification, and this will remain our

focus” – Jennifer S. Nelson

Jennifer S. Nelson, Global Director/Global strategy and insights, Johnson & Johnson